Pátá vlna unikátního celosvětového výzkumu, který se ze všech aspektů v tzv. sociálním médiím a moderním trendům on-line chování je na světě! Data obsahují meziroční srovnání, trendy a prognózy. Do detailu se věnují každé z více než 50 zúčastněných zemí, včetně České republiky. V současné době neexistuje systematičtější a rozsáhlejší informační zdroj v oblasti sociálních médií.

1. The Socialisation of Brands Social media tracker - 2010

2. Contents Executive summary Introduction The continuing Wave story Methodology The social challenge for brands The new social landscape: means and motives The gravitational pull of social networks The rise of microblogging The future face of social media The Socialisation of Brands The impact: summary

3. Executive Summary Social media is an incredibly dynamic environment. Terms like “friend” and “influencer” are no longer adequate. A deeper understanding of consumer needs and motivations is the key to unlocking a real understanding of social media and its users. Social networks are becoming powerful hubs of interconnected communities but it’s not just people that are connecting in the social media space. There is huge demand for a more social and interactive relationships with brands. Almost half of the Active Internet Universe has already joined a brand community. These communities are also clearly having a huge benefit to the brands involved, driving brand loyalty, endorsement and sales. However, understanding the nature of social demand for each consumer, category and market is the key to creating a successful social media experience.

4. Introduction

5. Hello 47%joining brand communities Welcome to Wave: The largest and longest running dedicated social media study in the world. 1.5 billion visitsto social networksper day 30%accessing social media via mobile 10% growth in the number of social network managers

6. The continuing Wave story 15 countries 7,500 respondents 21 markets 10,000 respondents 29 countries 17,000 respondents 38 countries 23,200 respondents 54 countries 37,600 respondents

7. The expanding Wave universe Wave 5 Algeria Argentina Australia Austria Bahrain Belgium Brazil Canada Chile China Colombia Czech Republic Denmark Ecuador Egypt Estonia France Germany Hong Kong Hungary India Italy Ireland (ROI) Japan Korea KSA Kuwait Latvia Lebanon Lithuania Malaysia Mexico Netherlands Norway Oman Philippines Poland Portugal Qatar Romania Russia Serbia Singapore Slovakia South Africa Spain Sweden Taiwan Thailand Tunisia Turkey UAE UK US Wave 1 Australia Brazil China France Germany Italy India Japan Korea Mexico Philippines Russia Spain UK US Wave 2 Australia Brazil China France Germany Greece India Italy Japan Korea Malaysia Mexico Pakistan Philippines Russia Singapore Spain Taiwan Thailand UK US Wave 3 Australia Austria Brazil Canada China Czech Republic Denmark France Germany Greece Hong Kong Hungary India Italy Japan Korea Mexico Netherlands Pakistan Philippines Poland Romania Russia Spain Switzerland Taiwan Turkey UK US Wave 4 Australia Austria Belgium Brazil Canada China Colombia Czech Republic Denmark Ecuador Finland France Germany Hong Kong Hungary India Italy Japan Korea Latvia Lithuania Malaysia Mexico Netherlands Norway Peru Philippines Poland Portugal Romania Russia Singapore South Africa Spain Sweden Turkey UK US 54 countries 37,600 respondents

9. All research is conducted on UM’s in-house research system, Intuition

10. We have surveyed 37,600 16-54 Active Internet Users in 54 countries

12. Social media is driven by active internet users

14. The Socialisation of Brands roadmap Understandhow and, more importantly, why people use social media Map the social landscape of the category you are operating in and where your consumer fits in that landscape Identify the social needs of the consumer Identify the platformsthat best meet those needs

15. The new social landscape Means and motives

16. Understanding means and motives Q: “Which of the following do a good job when you want to...”

17. Multi-faceted social networks Q: “Which of the following do a good job when you want to...”

18. The gravitational pull of social networks What is a social network? A site designed to allow users to meet, communicate, share content and build communities.

19. Growing fast Q: “Thinking about the internet, which of the following have you ever done?”

20. And this is a truly globalmovement Q: “Thinking about using the internet, which of the following have you done in the last 6 months?” - Manage a profile on an existing social network Wave 3 Wave 4 Wave 5

21. A pull of people... Q: “Approximately how many people do you stay in contact with in your personal life through the following means?”

22. ...and activity Q: “Which of the following have you done with your social networking profile, amongst those who have used a social network in the last 6 months”

23. This is community growth on aphenomenal scale Q: “Approximately how many people do you stay in contact with through the following means?” Social Network (average) Wave 3 Wave 4 Wave 5

24. Content sharing still continues Q: “Thinking about using the internet, which of the following have you done in the last 6 months?”

25. But is starting to migrate Q: “Which of the following have you done with your social networking profile?” - Amongst those who have used a social network in the last 6 months

26. Blogs & forums move away from personal topics Q: “When you read blogs, which of the following types of blogs do you read most often?”- Amongst those who have read a blog in the last 6 months, “Which of the following have you done with your social networking profile?” - Amongst those who have used a social network in the last 6 months What is a blog? A blog is a website that is created by a user in order to update others with regular commentaries, opinions or share content.

27. And specialise Q: “When you read blogs, which of the following types of blogs do you read most often?” - Amongst those who have read a blog in the last 6 months

28. Blogging Declining or stabilising in Western countries, but growing in others Q: “Thinking about using the internet, which of the following have you used in the last 6 months?” - Read blogs / weblogs Wave 3 Wave 4 Wave 5

29. The rise of microblogging Q: “Thinking about using the internet have you used a microblogging service like Twitter or Jaiku in the last 6 months?” What is a microblog? A blog on which updates are restricted in length (usually to 140 characters or less)

30. The rise of microblogging Q: Age and gender profile of people who have used a microblogging service in the last 6 months 34.6% 42.6% 65.4% 57.4% Wave 4 2009 Wave 5 2010

31. The future faceof social media

32. The new engine of social media

33. Smartphone ownership drives mobile internet use Q: % of people who access the internet via a mobile device and the % of smartphone owners who access the internet via a mobile device

34. And the use of social media Q: “Thinking about using the internet on your mobile device, which of the following have you done in the last 6 months?” - Amongst all who have accessed the internet via a mobile device and smartphone owners

35. A connected generation

36. The Socialisation of Brands

37. Understanding means and motive is everything Social media is an incredibly dynamic environment A deeper knowledge of consumer needs and motivations is the key to unlocking our understanding of social media Understanding these motivations explains much of what is happening Why people engage in social media is an important starting point but there is still a missing piece of the puzzle Do consumers want a relationship with brands? What kind of social experience are people looking for with brands?

38. Are people moving away from traditional brand spaces online? Q: “Thinking about using the internet, have you visited an official brand/company website in the last 6 months?”

39. There is certainly a move towards engaging brands in social spaces Q: “Which of the following have you done with your social networking profile?” -Amongst those who have used a social network in the last 6 months”

40. Large numbers are already joining brand communities Q: “Have you ever joined a brand community online?”

41. Is this true for all categories? Health 75% Movies 74% Music 73% Telecomms 71% Travel 71% Food 70% Cars 63% Software 71% Finance 67% Q: Amongst those who show an interest in an category, how many want an interaction with companies in that category (i.e. At least one or more interaction). These included a range of interactions from getting access to advance news of products to being able to access decision makers and influence product development

42. So why are people joining brand communities? Q: Agreement with the descriptions of why they joined a brand community amongst those have ever joined a brand community online by region. To get free content To share my appreciation with others To support a cause To learn more about it

43. What is the benefit to brands? Q: “As a result of joining a brand community, please indicate how much you agree with the following statements?” 72% 71% 66% 63% “I thought more positively of the brand” “I am more likely to buy the brand” “I felt more loyal towards the brand” “I recommended others to join”

44. Which type of brand communities create the most positive brand benefit? Q: % reason why people, who thought more positively about the brand after joining, joined a brand community 72% “I thought more positively of the brand”

45. The Socialisation of Brands roadmap Understandhow and, more importantly, why people use social media Map the social landscape of the category you are operating in and where your consumer fits in that landscape Identify the social needs of the consumer Identify the platformsthat best meet those needs

46. The social landscape of categories Q: “Thinking about how you seek and share information regarding different products and services, which of the following statements best describe how you seek and share information in each of the following categories?” Numbers of consumers (in 000’s). Note: consumers can be active in more than one segment within a category.

47. Different categories, different needs Q: “Thinking about companies in the following categories, which of following statements describes the kind of interaction you would like to have with these companies?” amongst those who show an interest in the category.

48. Different audiences, different needs Q: “Thinking about companies in the computer software category, which of following statements describes the kind of interaction you would like to have with these companies?” amongst those who create content or seek information in the category.

49. Mapping needs to platform

50. The impact

51. The impact Social media is an incredibly dynamic environment. Terms like “friend” and “influencer” are no longer adequate to describe the array of social activity and interaction that is occurring amongst the vast communities now being built online. A deeper understanding of consumer needs and motivations is the key to unlocking a real understanding of social media and its users. Social networks are becoming powerful hubs of interconnected communities but it’s not just people that are connecting in the social media space. There is huge demand for a more social and interactive relationships with brands. Almost half of the Active Internet Universe has already joined a brand community. These communities are also clearly having a huge benefit to the brands involved, driving brand loyalty, endorsement and sales. However, understanding the nature of social demand for each consumer, category and market is the key to creating a successful social media experience.

52. What does this mean for your business? Wave 5 – The Socialisation of Brands is an in-depth study and there are many other aspects that we are unable to cover in this report. If you want to know how to operate in the new social media landscape and what this means for your business please contact:- Example Glen Parker Research Director – EMEA Glen.Parker@umww.com

53. About this report Wave 5 - The Socialisation of Brands is part of UM’s ongoing research programme aimed at exploring the massive changes occurring in communication technologies. The studies have been conducted annually since 2006. The research is conducted by the UM EMEA research team in collaboration with the UM global network of agencies. If you have any questions about the research or future Wave projects please contact the EMEA research team Glen Parker Research Director – EMEA Glen.Parker@umww.com Lindsey Thomas Research Executive– EMEA Lindsey.Thomas@umww.com

54. Thank you